Vaquita Porpoise SAFE Program Plan 2019-2021 - AZA

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Vaquita Porpoise SAFE Program Plan 2019-2021 - AZA
Vaquita Porpoise SAFE Program Plan 2019-2021
Vaquita Porpoise SAFE Program Plan 2019-2021 - AZA
Contents

Vaquita SAFE Species Program Goal ................................................................................. 3
Program Operational Structure ........................................................................................ 5
Conservation Target....................................................................................................... 7

Status of Taxon within the AZA Community ........................................................................ 7
Historical Vaquita Conservation Activities ........................................................................ 8
AZA Conservation Activities ........................................................................................... 11
AZA Public Engagement Activities................................................................................... 13
Conservation Status of Taxon ........................................................................................ 16
Population and Habitat Viability Assessment .................................................................... 16
Threats ...................................................................................................................... 17
Recovery Plan ............................................................................................................. 18

Strategic Objectives ..................................................................................................... 19
Program Plan Objectives and Actions Tables ................................................................... 21
Literature Cited ........................................................................................................... 31
Appendix 1: Previous AZA Conservation and Education Activities ....................................... 33

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Vaquita Porpoise SAFE Program Plan 2019-2021 - AZA
Vaquita Porpoise SAFE Species Program Goal

Working with and for the people of the Upper Gulf of
California to create sustainable fisheries and
communities in support of thriving marine life
populations.

                                 Figure 1 - Vaquita porpoise, Phocoena sinus

INFO ON THE SPECIES

The mission of an Association of Zoos and Aquariums (AZA) SAFE Species program is to bring groups of
AZA members together with field‐based partners to enhance the probability of conservation success for
threatened species or a group of related taxa in the wild (AZA 2017). Therefore, the Vaquita Porpoise SAFE
species program aims to ultimately prevent the extinction of the vaquita by:

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Vaquita Porpoise SAFE Program Plan 2019-2021 - AZA
•   Involving local community stakeholders integral to the long-term survival of the vaquita in the
    development of sustainable fisheries and alternative livelihoods.

•   Engaging US citizens and other global partners to act locally to support sustainable fisheries in the
    Upper Gulf and worldwide.

•   Working with the AZA community to better understand the role of the social sciences in developing
    effective and sustainable conservation strategies.

This Vaquita SAFE Program Plan builds on and continues the first Vaquita SAFE Conservation Action Plan
2016-2018 (Vaquita SAFE 2015).

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Vaquita Porpoise SAFE Program Plan 2019-2021 - AZA
Program Operational Structure
The operational structure of the Vaquita porpoise SAFE program includes a Program Leader, Program
Partners – Steering Committee, and expert Advisors (Table 1). Descriptions of these roles and the
associated responsibilities are included in the AZA SAFE Species Handbook (AZA 2017).

Table 1. Contact Information for the current Vaquita SAFE Program Team.

   Affiliation       Representative(s)              Title           Contact Information

                                            Program Leaders

   The Living Desert James Danoff-       Director of Conservation   jdanoffburg@livingdesert.org
   Zoo and Gardens Burg, PhD
   Aquarium of the   David Bader         Director of Education      DBader@LBAOP.ORG
   Pacific
                               Program Partners ‐ Steering Committee

   Santa Barbara     Estelle             Director of Conservation & ESandhaus@sbzoo.org
   Zoo               Sandhaus, PhD       Science; Field
                                         Conservation Committee
                                         Liaison
   Texas State       Emma Gilbert        Marine Mammal Tag          egilbert@txstateaq.org
   Aquarium
   Loveland Living   Christian Burrell Director of Education        christian.b@thelivingplanet.com
   Planet Aquarium
                                            Program Advisors
   Instituto Nacional Lorenzo Rojas-     IUCN Red List Vaquita      lrojasbracho@gmail.com
   de Ecología,       Bracho, PhD        Lead Assessor
   Mexico
   Southwest         Barbara Taylor,     Leader, Marine Mammal      barbara.taylor@noaa.gov
   Fisheries Science PhD, Sarah          Genetics Program; IUCN
   Center, NMFS,     Mesnick, PhD        Cetacean Specialist Group;
   NOAA                                  Marine Mammal Society’s
                                         Conservation Committee;
                                         IUCN Red List Vaquita
                                         Lead Assessor
   National Marine   Cynthia Smith,      Vice President & Executive cynthia.smith@nmmpfoundation
   Mammal            PhD                 Director                   .org
   Foundation
   CEDO              Peggy Turk-         Executive Director         peggy@cedointercultural.org
   Intercultural     Boyer

Involved non-government organizations of multi-stakeholder groups include the National Technical
Consultative Subcommittee for the Protection, Conservation, and Recovery of the Vaquita and Alto
Golfo Sostenible. Both groups of stakeholders engage in strategic national protection and conservation
efforts with the goal of eradicating illegal fishing and eliminating vaquita bycatch. Other non-
government organizations include the Intercultural Center for the Study of Deserts and Oceans
(CEDO), Pronatura Noroeste, Espacios Naturales y Desarrollo Sostenible (ENDESU), the David and
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Vaquita Porpoise SAFE Program Plan 2019-2021 - AZA
Lucile Packard Foundation, Marisla Foundation, WWF, and the Walton Foundation all working towards
sustainable fishing management options, policy reform, prevention of overfishing, alternative
livelihoods, and sustainable use of natural resources while protecting the vaquita.

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Vaquita Porpoise SAFE Program Plan 2019-2021 - AZA
Conservation Target
The vaquita porpoise (Phocoena sinus) is endemic to an unusually small range in the upper
northwestern Gulf of California, Mexico. Fewer than 22 vaquitas are estimated to remain in the world
(CIRVA 2019), with informal estimates from 2018 being as few as six and a best estimate of 10
(CIRVA 2019, Porpoise.org 2018). Acoustic surveys using underwater hydrophones (currently 87
sensors are used) dating back to 2011, in combination with the 1997, 2015, 2017, and 2019
population and mortality estimates, show that the vaquita population continues to decline every year
since inception, including from the most recent data available from 2019. As such, the species is
facing a very high risk of extinction (Jaramillo-Legorreta et al. 2007, CIRVA 2016, Taylor et al. 2016,
CIRVA 2017b, CIRVA 2019).

Our conservation target for the vaquita is to stabilize the losses in the vaquita population by working
with local communities to support the creation of sustainable fisheries and potential alternative
livelihoods in the Upper Gulf of California. Supporting the communities to embrace these changes to
the local economy, integrating new and sustainable livelihoods including sustainable fishing. This
could include helping those who are developing novel job opportunities, creating better market
connections, and help those who are focused on diversifying the economy of the Upper Gulf of
California.

Status of Taxon within the AZA Community
Vaquita are not considered suitable for long-term ex situ management due to their status in the wild.
While not recommended for care in zoological facilities some species may be given special
consideration in that they occasionally enter AZA facilities as stranded animals in need of care or if an
emerging conservation need arises that requires action.

Nevertheless, the AZA community, including members of the Marine Mammal Taxon Advisory Group
(TAG), supported VaquitaCPR by providing staff and expertise to the ex situ conservation attempt to
bring vaquita individuals into human care in the fall of 2017. Key AZA institutions involved in
VaquitaCPR included the Chicago Zoological Society, and secondarily The Aquarium of the Pacific and
The Living Desert Zoo and Gardens.

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Vaquita Porpoise SAFE Program Plan 2019-2021 - AZA
Historical Vaquita Conservation Activities
For many years, international, regional, and local organizations, individuals, and families have been
involved in fisheries and conservation in the Upper Gulf of California (Figure 2) with much
commendable effort devoted to saving the vaquita. This brief summary provides the background of
the different organizations involved in vaquita conservation at the levels of government and non -
government organizations (for a more comprehensive review, see Rojas-Bracho et al. 2006, Rojas-
Bracho and Reeves 2013, and CIRVA 2017b).

                          Figure 2 - Range of Vaquita in the Upper Gulf of California

Since the late 1990s, the US’s National Oceanic and Atmospheric Administration (NOAA) Southwest
Fisheries Science Center has been involved in partnerships with the Mexican government (e.g. the
Insituto Nacional de Ecología), non-government organizations and agencies to gather the best
scientific data on vaquita and oceanographic conditions. Because of surveys and in combination with
previous studies, the International Committee for the Recovery of the Vaquita (CIRVA) recommended
prohibiting the use of large-mesh gillnets, the exclusion of trawls within a biosphere reserve, and
improved enforcement of fishing regulations in the Upper Gulf of California. Over the decades since
CIRVA’s first report (CIRVA 1997), the Mexican ministries responsible for the environment and natural
                                                     8
resource management including fisheries have helped implement CIRVA’s recommendations. Among
these efforts are the designation of a Biosphere Reserve (The Upper Gulf of California and Colorado
River Delta Biosphere Reserve, a UNESCO World Heritage Site) in 1993 and, in 2005, the
establishment of a Vaquita Refuge, where all commercial fishing (including gillnets) is banned in core
vaquita habitat.

In 2007, the governments of Canada, Mexico, and the USA requested that the Commission for
Environmental Corporation (CEC) formulate a conservation strategy for vaquita. Subsequently, the
CEC published the North American Conservation Action Plan Vaquita (Commission for Environmental
Cooperation 2008). The plan recognized the need for preventing and mitigating threats, developing
alternative fishing gear and livelihoods, and increasing vaquita awareness.

The government of Mexico addressed endangered species conservation through a compensation
program and gillnet buy-out, rent-out, or switch-out option for fishermen in the mid-2000s (Bobadilla
et al. 2011). This program was coordinated and managed by several Mexican ministries (e.g.
Environment Ministry SEMARNAT and the fisheries commission CONAPESCA) the Biosphere Reserve
Program, and the Action Program for the Conservation of the Species: Vaquita (PACE Vaquita)
(SEMARNAT 2008).

 As part of ongoing efforts to develop alternative fishing gear, the Instituto Nacional de Pesca
(INAPESCA) and Regional Fisheries Research Center in Guaymas, Ensenada, and Mazatlan implements
some of the alternative fishing gear trials that have been co-sponsored by the CEC, Walton
Foundation, and World Wildlife Fund (WWF) and several other sponsors.

Despite the investment by the Government of Mexico of more than $40M USD, these actions only
slowed the decline of the species (Rojas-Bracho and Reeves 2013). The Government of Mexico
continued to make forward progress in reducing gillnets in vaquita habitat by adopting regulations to
switch all shrimp gillnetting to small-type trawls over a 3-year period. They also formed a Presidential
Commission (The Comité Internacional para la Recuperación de la Vaquita or CIRVA) for the recovery
of vaquitas. Following the reporting of results from the acoustic monitoring program that revealed the
dramatic decline in the species from 2011 onwards, CIRVA recommended an emergency gillnet ban
throughout the range of vaquitas before the opening of shrimp season in September 2014. The
Government of Mexico responded with a two-year emergency gillnet ban with compensation to the
fishermen and related industries and increased enforcement efforts with the Navy in charge. The new
program was launched in San Felipe by President Peña Nieto in April of 2015 (NOAA SWFSC). In July
2015, President Nieto of Mexico declared the gillnet ban permanent, and an implementation and
enforcement plan was released in July 2018.

In 2016, CIRVA recommended an effort to capture vaquitas called Vaquita Conservation, Protection,
and Recovery, or VaquitaCPR (https://www.vaquitacpr.org/), which occurred between 12 October to
10 November 2017. The goal of this effort was to bring as many possible vaquitas as remain into
temporary human care until all gillnets were banned and removed from their habitat. Historically, the
reason that the vaquita were declining was entanglement in shrimp nets. However, due to changes in
the market and in fishing behavior, the most damaging nets are currently those that are used to catch
totoaba (Totoaba macdonaldi). This large drum fish is itself listed as a government protected
(SEMARNAT 2010) and is internationally designated as Critically Endangered (Findley 2010) and is
killed only for its swim bladder. The totoaba is approximately the same size as the vaquita so nets set
                                                  9
to catch totoaba are particularly effective for catching vaquita as incidental bycatch.

During the VaquitaCPR project, the world’s leading biologists and veterinarians joined efforts to
prepare for October field operations. International teams with expertise on all aspects of the proposed
work and an expert advisory group to provide guidance at critical stages collaborated throughout the
implementation of the plan. A floating sea enclosure called ‘El Nido’ was constructed and anchored
just off the coast of San Felipe, Mexico near the vaquitas’ home range. Additionally, a land-based care
center was built nearby to protect and provide medical care for vaquitas if needed (VaquitaCPR 2017).

Over the weeks of action on the water, the skilled spotters were able to log 36 confirmed visual
sightings of vaquitas (CIRVA 2017b). Sightings typically involved one to three vaquitas, with an
average group size of two (CIRVA 2017b). Despite the great preparation and the incredible amassed
scientific skill, the basic knowledge of the vaquita specifically was lacking. Much of the preparation for
the project was achieved using studies and skills amassed by the congeneric Harbor porpoise
(Phocoena phocoena), with the hope that this knowledge would transfer to the vaquita. However, it
seems that the vaquita is significantly dissimilar to the Harbor porpoise, so much so that the only two
individuals that were taken into human care by VaquitaCPR could not be retained. Both individuals
were stressed, and the second, older vaquita female died despite heroic efforts by the VaquitaCPR
scientists and animal care professionals (VaquitaCPR 2017). After the death of the older female
VaquitaCPR halted all capture operations.

CIRVA (2017b) recommended that all further plans to rescue vaquitas from the challenging
environment in which they live, riven with gillnets, with a goal of placing them under human care
should be suspended. As such, CIRVA (2017b) had three recommendations: 1. Continued acoustic
monitoring of the vaquita in the Upper Gulf of California to estimate vaquita population size, 2.
Enhanced law enforcement of gillnet ban be continued and removal of gillnets be intensified, and 3.
Fishing communities should become a major focus, with the goal of creating a gillnet-free sustainable
fishery with incentives provided to fishers to convert from gillnet fishing.

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AZA Conservation Activities
Between 2011 and 2015, AZA-accredited aquariums and zoos supported more than $55 million on a
variety of marine mammal field conservation efforts. Over those five years, the AZA community
contributed more than $115,000 specifically to vaquita conservation. Most efforts focused on
obtaining visual (photo and video) records, assessing the population, and conducting conservation
education programs.

In addition, over the entire prior program period 2016-2018, collaborative projects between AZA-
accredited aquariums and zoos focus on raising awareness about the primary threats to vaquita and
engaging the public in marine mammal conservation to help ensure a future for this endangered
porpoise. These efforts have often been on grounds or in-person in the institutions’ communities but
have also entailed significant social media posting on Facebook and Twitter as detailed below in the
AZA Public Engagement section.

From information submitted to the AZA ARCS database from 2013-2017, 82 AZA institutions spent a
total of $1,444,982 on 88 unique project submissions for the Vaquita SAFE program over those five
years (Appendix, Table 1). The bulk of these funds (91%) and projects were focused on supporting
the VaquitaCPR effort based out of San Felipe, Baja California that occurred from October to
November 2017. Support for Vaquita SAFE built slowly from 2013-2015, accelerated in 2016, and
exploded in 2017 (Figure 3). We expect that the money donated, and number of projects submitted or
updated, will be less in 2018 than in 2017, although the data are not available at the time of this
writing.

 $1,200,000                                                                           90    Starting at the onset of
                                                                                            the first Vaquita SAFE
                                                                                      80
 $1,000,000                                                                                 conservation action plan
                                                                                      70
                                                                                            in January 2016, several
   $800,000                                                                           60    AZA institutions
                                                                                      50    proactively pledged
   $600,000
                                                                                      40    almost $100,000 to
                                                                                            support the projects
   $400,000                                                                           30
                                                                                            identified in the original
                                                                                      20
   $200,000                                                                                 2016-2018 Vaquita SAFE
                                                                                      10    Conservation Action Plan.
         $0                                                                           0     These pledges
                   2013          2014          2015          2016          2017             represented a significant
                  Amount Spent ($)           Number of Submissions or Updates               commitment to achieving
                                                                                            the long-term
Figure 3: AZA Institutional Investment in Vaquita SAFE 2013-2017. Amount spent              sustainability of the
annually uses the left axis, while number of submissions or updates is on the right axis.
                                                                                            vaquita population.
Data are from AZA ARCS database.

                                                                             During 2016-2017,
approximately $1.44 million dollars raised and donated by AZA institutions to support VaquitaCPR.
These funds were matched with other donations from wealthy Mexican citizens and the Mexican
Government for a total VaquitaCPR budget of over $5 million dollars. Additionally, representatives
from AZA (Chicago Zoological Society, Aquarium of the Pacific, and The Living Desert) actively
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participated in the VaquitaCPR project on the ground in San Felipe in October-November 2017.

Because no institution in the world holds vaquita, and the efforts towards captive breeding were
discontinued, there have been no AZA conservation activities that have directly involved the a nimals,
aside from our collective involvement in VaquitaCPR.

However, 14 AZA institutions formally participated in the Vaquita SAFE program directly through their
involvement in conservation actions between 2016-2018 (Appendix, Table 2). These institutions
mostly focused their efforts on public engagement and culinary conservation, but a few were also
involved in one or more of the following: alternative fishing gear creation and testing, sustainable
livelihoods, value chain and economic impact assessment, and VaquitaCPR.

Indicating a broad level of individual and institutional involvement, a total of 94 individuals associated
with the AZA have worked on vaquita conservation. The involvement of these individuals includes
biology, education, outreach, and stakeholder engagement in at least one of the five projects that
were identified as priorities as part of the 2016-2018 Vaquita SAFE Conservation Action Plan
(Appendix, Table 3).

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AZA Public Engagement Activities

The Approach: Knowledge, Action, Advocacy
SAFE Vaquita conservation awareness efforts took shape after Aquarium of the Pacific Director of
Education David Bader signed on as the Project Coordinator for Public Engagement. The primary
goals were to educate the public about the vaquita and its circumstances. Building awareness and
knowledge would be a critical first step. Once someone was engaged, critical next steps would
include providing direct conservation actions and ways for people to become vaquita advocates.
The Conservation Action Plan (CAP) served as a guiding document, laying out a framework for
public engagement. Defining the SAFE team’s approach through a three-step process—
Knowledge, Action, Advocacy—also helped to simplify the CAP into an understandable and
actionable course to take.

Gathering a Team: Collaborators and Beyond
Gathering a team of collaborators was relatively easy, as many people and organizations are
energized to act on behalf of the vaquita and to prevent its extinction. These organizations
include long-standing vaquita conservation organizations like San Diego Zoo Global and
newcomers like The Ocean Project. A good portion of the collaborators that signed on come from
the southwest, which is understandable given the proximity to the vaquita’s home range.

Sharing Resources
Providing a package of educational materials, communications assets, and other tools for
collaborators for conservation education and public engagement was a highlight for Vaquita SAFE.
A set of Dropbox folders was created to seamlessly share images, graphics, videos and
messaging about the conservation issues. Vaquita SAFE collaborators and many others that were
willing to share their work added relevant resources. Having this common and easy-to-share
resource helped to engage institutions in building out their conservation events and educational
programming. The AZA Network has also been a place to share these resources, although
perhaps not as efficiently or effectively.

A website was created as part of the public engagement process, by the SeaWorld Youth Advisory
Council (YAC). Vaquitas.org supports public engagement and information sharing with an easy-
to-remember URL. This site was a valuable space to share the guidelines for engaging in the
#pied4aporpoise challenge, also initiated by the SeaWorld YAC.

Social Media
Technology and media allow us to share messages much more broadly beyond the public we
serve in-house. Initially many of the collaborators were thinking of their park visitors as the
primary target audiences for vaquita messaging. However, it was clear early on that those
audiences would only be a fraction of the public outreach potential. Social media has been utilized
to spread messages from the beginning of the AZA SAFE program using Facebook, Facebook live,
Instagram, and Twitter extensively. Hashtags have included #4aPorpoise, #SavingSpecies,
#pied4aporpoise, and more recently #party4aporpoise.

Probably the most successful campaign was #pied4aporpoise, modeled after other popular
                                                  13
fundraising video campaigns. Institutions including zoos, aquariums, sanctuaries, and others
challenged each other to take a pie to the face and donate to VaquitaCPR.org to support vaquita
conservation. This campaign also spread to public figures and members of the media. Videos for
this campaign were shared on social media and linked through the hashtag. The SeaWorld YAC
conceived of this plan which was then supported by the Aquarium of the Pacific, Oregon Coast
Aquarium, The Living Desert Zoo, and the Texas State Aquarium. With over 500,000 views on
Facebook, over 100 institutions participating, and a reach of about 20 million people,
#pied4aporpoise was a huge success. In addition to public engagement, VaquitaCPR.org reported
an uptick in monetary support linked to this campaign.

Earned media, or coverage in the news, is an additional aspect of engagement with vaquita
conservation issues. International Save the Vaquita Day has been an important event to hook
media attention on the plight of the vaquita.

K-12 Curriculum and On the Floor Messaging
Whale Times and the Oregon Coast Aquarium opted to develop a K-12 curriculum for the vaquita.
Prior to SAFE these two entities were engaged with NOAA Fisheries to develop curriculum, and
through AZA SAFE this curriculum has been shared broadly.

Taking the vaquita story to the floor of our zoos and aquariums has had mixed success. Those
institutions with funds to support new exhibits added some graphics and videos; others had
preexisting vaquita content. Most institutions hosted events emphasizing vaquita messaging.
Vaquita events have been effective at spreading awareness and raising conservation funds. They
are “doable” and have lower activation energy than planning a permanent exhibit. While useful,
these engagements are ephemeral and with only the potential for engaging those guests present
on those days.

Additionally, whether the messaging will be institutionalized and repeated is still to be
determined. An alternative yet more permanent solution could be to incorporate vaquita
messaging into shows and interpretation from docents and presenters. This approach has been
implemented at the Aquarium of the Pacific with some success, combining vaquita messages into
our seal and sea lion shows and our sea otter show.

Fundraising
Fundraising for the vaquita from zoo and aquarium audiences has also had mixed success.
Finding the appropriate direct conservation actions to receive funding, where we knew that the
money would go to good use, was a challenge. VaquitaCPR was established shortly after Vaquita
SAFE and became an obvious and easy choice to direct conservation giving. AZA institutions
were also amazingly generous in their support for VaquitaCPR, with more than 100 zoos and
aquariums collectively giving over $1.44 million (see Appendix 1 below). While this is a success,
it is not part of the public engagement goals set in the Vaquita SAFE Conservation Action Plan
(Vaquita SAFE 2015).

Two fundraising actions that were successful include the #pied4aporpoise and #party4aporpoise
campaigns. #pied4aporoise generated significant interest from the zoo and aquarium
community, with over 100 institutions participating, gaining individual donations and challenging
                                                  14
others to do the same. This campaign has provided both awareness and a steady stream of
smaller individual donations to VaquitaCPR. An additional success has been the implementation
of “fun-draisers,” like #party4aporpoise. Institutions can apply the familiar restaurant/bar
fundraiser model that has been used by youth athletics and schools for years. A restaurant or
bar is asked to donate a portion of proceeds on a given day to the conservation cause. This event
typically falls on a slow night and attendance is boosted by the event. The AZA was successful at
raising about $4,000 on one such occasion. While the total dollars raised is small, the potential
exists for replication, and if a large and widespread audience was engaged, the potential to raise
significant conservation funds could be easily realized.

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Conservation Status of Taxon
The vaquita was listed as Critically Endangered on the International Union for the Conservation of
Nature’s (IUCN) Red List of Threatened Species in 2008 and listed as Endangered on the U.S.
Endangered Species Act in 1985.

The most serious threat to the survival of the vaquita has been bycatch from gillnets set for
shrimp from commercial and artisanal fishing (D’Agrosa et al. 2000), but in the last few years
illegal totoaba gillnet fishing has been the leading cause. Vaquita are vulnerable to drowning by
entanglement in a wide range of mesh net sizes: from 7 cm used for shrimp to 15 cm used for
sharks and illegal capture of totoaba (D’Agrosa et al. 2000). When vaquita populations were
much greater, in one port alone, 39-84 vaquita were killed as bycatch from gillnets (Rojas-Bracho
& Taylor 1999).

Population and Habitat Viability Assessment
Fewer than 22 vaquitas are estimated to remain in the world (Porpoise.org 2018, CIRVA 2017a,
2019), with informal estimates from 2019 being as few as six and a best estimate of 10 (CIRVA
2019). Acoustic surveys using underwater hydrophones (currently 87 sensors are used) dating
back to 2011, in combination with the 1997, 2015, 2017, and 2018 population and mortality
estimates, show that the vaquita population continues to decline every year since inception,
including from the most recent data available from 2017. As such, the species is facing a very
high risk of extinction (Figure 3; Jaramillo-Legorreta et al. 2007, CIRVA 2016, Taylor et al. 2016,
CIRVA 2017a, CIRVA 2019). Despite the annual population estimates and the resultant habitat
use assessments from the hydrophones, very little is known scientifically and locally about the
reproductive biology, behavior, and ecology of the vaquita.

                                                                         Overall, the historical
                                                                         mortality of the vaquita
                                                                         due to incidental bycatch
                                                                         from shrimping has been
                                                                         estimated to be between
                                                                         7-15% per year (Barlow
                                                                         et al. 1997). However, the
                                                                         emergence in recent
                                                                         years of a rampant illegal
                                                                         totoaba fishing has
                                                                         increased the decline to
                                                                          34% per year (CIRVA
Threats
The vaquita porpoise (Phocoena sinus) (Figure 4) is one of the most critically endangered cetaceans in
the world. Located only off the coasts of the northwestern corner of the Gulf of California, Mexico
(Figure 1), this small porpoise has the most limited range of any marine cetacean and is difficult to
locate. In late 2017, the vaquita population was estimated to have fewer than 96 individuals (CIRVA
2017b) and in early 2019, the population was estimated to have fallen to fewer than 22 (CIRVA
2019). The primary threat currently affecting the vaquita is their being incidentally caught and
subsequently drowned in gillnets set for the totoaba (Totoaba macdonaldi).

  Figure 5 - Fishing for totoaba in the Upper Gulf of California in the early 1990s, with vaquita bycatch on gillnet.

Gillnets were and are still used in fishing activities in villages of the Upper Gulf of California
including San Felipe, El Golfo de Santa Clara, and Puerto Peñasco (Bahre et al. 2000). Before the
2014 gillnet ban, these gillnets were used to catch finfish and shrimp legally but now their illegal
use to catch endangered totoaba fish is widespread.

Established as totoaba fishing camps, the villages of the Upper Gulf of California experienced
profitable gains when totoaba were legally traded for their swim bladders, which peaked from
1925-1946 (Bahre et al, 2000). Initially, totoaba were exported to California and southern
Arizona en route to China where totoaba swim bladders were highly sought after (Bahre et al .
2000). However, due to overfishing, totoaba were listed on Appendix I of the International
Convention on Trade in Endangered Species of Fauna and Flora (CITES) in 1986, which prohibited
the importation of the species into the United States, except for the purposes of scient ific
research (Findley 2010). Subsequently, totoaba emerged as an illegal fishery to supply the
demand for swim bladders in Asia. Totoaba swim bladders are used in a soup (fish maw soup)
                                                         17
and are perceived to have medicinal value.

Fishing remains a primary source of income for most village inhabitants of the Upper Gulf of
California and switching from alternative gear to gillnets is a challenge because of a lack of
infrastructure and resources. Moreover, gillnets that have been abandoned at sea for various
reasons pose an additional threat to vaquita. The removal of this derelict gear is made
considerably more difficult given presence of unlawful activities tied to it.

Unfortunately, illegal gillnet fishing for the endangered totoaba fish using gillnets is o ccurring at
an alarming level. This fishery is driven by the demand for totoaba swim bladders known as “fish
maw” in Asia where poachers can earn between $7,000-$14,000 USD per fish and this has
attracted the involvement of organized crime (Diaz 2014).

The nets set for totoaba directly affect vaquita in a similar manner to legal nets, which cause
harmful drowning events due to entanglement. Resolutions of the International Whaling
Commission have stated that the totoaba fishery is largely responsible for the endangered status
of the vaquita and urged strong actions by Mexico, China, and the United States to stop this
fishery and illegal trade.

Recovery Plan
The IUCN Recovery Plan (Rojas-Bracho & Taylor 2017) and the most recent CIRVA report (CIRVA
2019) have actions laid out to ameliorate the threats to the vaquita in situ. Given that breeding in
human care is not a possibility (VaquitaCPR 2018), the focus is on removing illegal fishing in the
protected area of the vaquita, prosecuting poachers, monitoring the population size and status of
the vaquita, and create alternative fishing gear for the fishers to be able to fish sustainably in the
Upper Gulf of California.

The most recent CIRVA report (CIRVA 2019) places a strong emphasis on activities to support
vaquita-safe fisheries and to develop viable alternative livelihoods in the Upper Gulf of California.
Ultimately, successful vaquita conservation will depend on well-managed, sustainable fisheries
that support, and are supported by, the local communities. This suite of approaches has been
broadly vetted by the leaders of CIRVA and is the focus of the current Vaquita SAFE Action Plan.

                                                    18
Strategic Objectives
The long-term, ambitious goal of the Vaquita SAFE Program is to expand vaquita populations
through reducing the fishing pressures that are imposed on vaquita through unintended bycatch
due to gillnet fishing primarily from the three largest fishing communities in the Upper Gulf: San
Felipe, El Golfo de Santa Clara, and Puerto Peñasco.

The main goal of the Vaquita SAFE Program for the three years of this Program Plan is to further
the creation of a sustainable fishery and thriving but sustainable communities in the Upper Gulf of
California (below referred to as the Upper Gulf).

The strategic objectives included below in the Vaquita SAFE Program Plan continue the
recommendations from the original Vaquita SAFE Conservation Action Plan 2016 – 2018, but
emphasize the importance of sustainable fisheries as the only viable way to conserve the vaquita
as well as all the other thousands of marine species in the Upper Gulf. The main program
strategic objectives are summarized in Table 4 below; however specific actions, metrics,
timeframes, and estimated budgets are detailed in the Vaquita SAFE 3-year Program Plan Action
Table below.

Table 4. Summary of the strategic objectives listed in the Vaquita SAFE 3‐year Program Plan.

Conservation Biology Objectives

Strategic Objective 1: Support the building of capacity of law enforcement agencies and
communities to stop illegal poaching of totoaba, and the incidental killing of vaquita and other
species

Stakeholder Engagement Objectives

Strategic Objective 2: Create a Lessons Learned document from the past 5 years of vaquita
conservation to guide current conservation efforts in the Upper Gulf and serve as a resource for
other near-shore cetacean conservation projects

Strategic Objective 3: Help align vaquita conservation with local community needs and
perspectives

Strategic Objective 4: Support and share a market chain analysis with traceability for sustainable
seafood sourced from the Upper Gulf

Strategic Objective 5: Support the creation of a certification process for vaquita safe seafood
products including supply-chain inspections for sustainable seafood sourced from the Upper Gulf

Strategic Objective 6: Collaborating with local Mexican NGOs working for sustainable change to
Upper Gulf fisheries and encourage and build capacity among local fishers to explore and develop
alternative fishing gear

                                                   19
Strategic Objective 7: Collaborating with local Mexican NGOs to conduct an economic
opportunities analysis for the Upper Gulf to identify novel economic opportunities and alternative
livelihoods (other than fishing) in these communities

Strategic Objective 8: For the benefit of the Upper Gulf of California and Colorado River Delta
Biosphere Reserve, support and encourage sustainable ecosystem management of the Upper Gulf
of California

Communications / Public Awareness Objectives

Strategic Objective 9: Create a demand in the United States for sustainable seafood sourced
from the Upper Gulf and stigmatize unsustainably caught seafood.

Strategic Objective 10: Develop outreach and awareness campaigns among residents of the
Upper Gulf to showcase the unique animals and plants present locally and establish patrimonial
pride in their local ecosystem

Strategic Objective 11: Implement petition, letter writing, and postcard campaigns to encourage
the Government of Mexico to support vaquita conservation

Strategic Objective 12: Implement petition, letter writing, and postcard campaigns to encourage
the Governments of the United States, Canada, and Europe to broadly support sustainable
seafood, a key effort needed to support vaquita conservation efforts

Strategic Objective 13: Develop relevant outreach and awareness campaigns to decrease the
demand for totoaba swim bladder (fish maw or buche) in the US and in China

Funding Objectives

Strategic Objective 14: Capitalize on media events globally to raise funds from the public and
donors for the creation of sustainable seafood production and export and sustainable
communities in the Upper Gulf

Strategic Objective 15: Secure grant funding for specific projects that are done in the Upper Gulf,
mostly to support our local conservation partners

                                                  20
Vaquita SAFE 3‐year Program Plan Action Table (2019‐2021)
         This Action Table does not specify precise numerical goals under the metric column. This decision was made because
vaquita conservation is at a crossroads. The most ambitious plan of rescuing the animals from the perils of the drift gillnets
filling their range was unsuccessful, and with the demise of the VaquitaCPR program, this has been determined that robust ex
situ management will no longer be a feasible approach. Because vaquita numbers are so low, there is a great probability that
the species will go extinct. Consequently, past participants in the Vaquita SAFE may bow out. As such, we are not certain of the
level of involvement in this initiative by several AZA member institutions.
         Depending on the response to this call for participation, the goal metrics will be increased or decreased according to the
level of involvement. Also, note that due to the rapidly shifting political and social situations in the Upper Gulf of California, the
status of many of the actions listed below are in flux. As with all conservation plans, many of the strategic objectives and
actions required to accomplish them will require additional research. Timeframe and budgets are kept vague below as
consequence.

Abbreviations: AOP – Aquarium of the Pacific, CEDO – Centro Intercultural de Estudios de Desiertos y Océanos, DZ
– Dallas Zoo, HZ – Houston Zoo, SFW – Monterey Bay Aquarium Seafood Watch, MBCM – Museo de la Ballena y
Ciencias del Mar, MMC – Marine Mammal Center, Pesca ABC – Local Fisheries Cooperative in San Felipe, OPHK –
Ocean Park Hong Kong, PZ – Phoenix Zoo, SDZG – San Diego Zoo Global, SBZ – Santa Barbara Zoo, TLD – The
Living Desert, TSA – Texas State Aquarium, UCSD – University of California San Diego, VV – Viva Vaquita, WTA –
Wildlife Trafficking Alliance

                                                      Conservation Objectives
 Strategic Objective 1: Support the building of capacity of law enforcement agencies and communities to
 stop illegal poaching of totoaba, and the incidental killing of vaquita and other species
                                                                 Timeframe and Budget     AZA                Field
  Number        Action                     Metric                                                                            Notes
                                                                 2019   2020    2021    Members          Partners
           Network the main actors    Creation of a network of     X      X       X        AOP         CEDO, Museo May be quite
    1.1    in the gillnet removal     gillnet removal actors;                                          de la Ballena, contentious; AZA
           process from the           Maintaining network                                             Sea Shepherd only supporting
           exclusion zone                                                                                             Field Partners
           Encourage the Mexican      Tons of nets removed;        X      X      X      AOP, TLD, SBZ CEDO, Mexican May be quite
    1.2    Navy to patrol and         Number of contacts                                                    Navy      contentious; AZA
           enforce gillnet ban        between the Mexican                                                             only supporting
                                      Navy and poachers                                                               Field Partners
           Explore the option and     Increased interceptions      X      X      X           SFW                      May be quite
    1.3    use of aerial surveys to   between poachers and                                                 TBD        contentious; AZA
           patrol the Upper Gulf.     patrol units.                                                                   only supporting
                                                                                                                      Field Partners
Stakeholder Engagement Objectives
Strategic Objective 2: Create a Lessons Learned document from the past 5 years of vaquita conservation to
guide current conservation efforts in the Upper Gulf and serve as a resource for other near-shore cetacean
conservation projects
                                                                    Timeframe and Budget   AZA             Field
Number       Action                       Metric                                                                        Notes
                                                                     2019  2020    2021  Members          Partners
         Draft Lessons Learned        Creation of draft               X                   AOP, TLD
  2.1    document based on            document
         Vaquita SAFE first 3 years
         Share draft Lessons          Creation of second draft        X                 SBZ, SFW, AZA
  2.2    Learned document to          document                                          core SAFE staff
         other AZA institutions
         Share second draft           Creation of final document      X                   AOP, TLD         MMC, CEDO,
  2.3    Lessons Learned                                                                                      VV
         document to non-AZA
         Field Partner institutions
         Distribute and popularize    Number of presentations         X     X      X      AOP, TLD
  2.4    document and lessons         given; Number of copies
         learned to other             distributed
         conservation
         organizations focused on
         near-shore cetaceans
         Create a model for           Creation of a model that              X      X      AOP, TLD
  2.5    species conservation that    can be used for other
         builds upon the Lessons      near-shore cetacean
         Learned document             conservation, as well as
                                      other terrestrial species
Strategic Objective 3: Help align vaquita conservation with local community needs and perspectives
                                                                    Timeframe and Budget   AZA             Field
Number       Action                       Metric                                                                        Notes
                                                                     2019  2020    2021  Members          Partners
         Conduct community            Three community                 X      X     X       TLD, AOP        CEDO, Pesca Need to be
  3.1    meetings in the Upper        meetings each year of                                                ABC, Scripps judicious in these
         Gulf to understand the       the program                                                                       meetings, rely on
         aspirations of residents                                                                                       CEDO & Pesca ABC
         Coordinate with              Multi-year creation of best            X     X      TLD, AOP         CEDO, Pesca Strong reliance on
  3.2    community-based              practices, and iteration of                                                       local groups as the
                                                                                                              ABC
         conservation groups          these with repeat                                                                 lead, AZA as a
         already on site in the       community meetings                                                                supporter
         Upper Gulf to align
         support their efforts
         Use community                Number of organizations                X     X      TLD, AOP         CEDO, Pesca Will likely
  3.3    knowledge to develop a       in total; Two new                                                    ABC, Scripps emphasize what
shared (UG                  consumer organizations                                                        conservationists
         Community/AZA) plan         near each AZA partner                                                         need to do to work
         towards the development organization each year                                                            with locals in the
         and sustainability of these                                                                               Upper Gulf
         aspirations
Strategic Objective 4: Support and share a market chain analysis with traceability for sustainable seafood
sourced from the Upper Gulf
                                                               Timeframe and Budget   AZA              Field
Number       Action                       Metric                                                                   Notes
                                                                2019  2020    2021  Members           Partners
         Increase the number of     Number of institutions       X      X     X   Focal Members to                 Led by all current
  4.1    AZA member institutions    in total; Two new                             Recruit: TSA, HZ,                Steering
         leading the sustainable    institutions added as                              DZ, PZ                      committee
         seafood program for        leads for the                                                                  members; AZA
         Vaquita SAFE to at least   sustainable seafood                                                            organizations
         eight by 2020.             program each year of                                                           identified area
                                    the program                                                                    already involved
         Identify and cultivate     One distributor each in      X      X     X    AOP, PZ, TSA                    Build on the
  4.2    distributors and importers Southern California,                                                           successes that
         for sustainable seafood    Arizona, West Texas;                                                           AOP has already
         from the Upper Gulf        Identify a possible                                                            had in the LA
                                    importer by 2020                                                               Metropolitan Area
         Identify and cultivate     Two new consumer             X      X     X   AOP, TLD, SFW,                   Will ideally focus
  4.3    consumer organizations organizations near each                                                            on zoos and
                                                                                   SBZ, others
         for sustainable seafood    AZA partner organization                                                       aquariums, as well
         from the Upper Gulf        each year                                                                      as the seafood
                                                                                                                   restaurants in
                                                                                                                   their region
Strategic Objective 5: Support the creation of a certification process for vaquita safe seafood products
including supply-chain inspections for sustainable seafood sourced from the Upper Gulf
                                                               Timeframe and Budget   AZA                 Field
Number       Action                       Metric                                                                   Notes
                                                                2019  2020    2021  Members             Partners
         Research standards for       Complete research                 X         TLD, AOP, SFW        TBD, CEDO   Ideally, this would
  5.1    certification of sustainably from at least three                                                          focus on
         caught seafood from          comparable                                                                   ecosystems with
         ecosystems like the Upper ecosystems                                                                      small cetaceans as
         Gulf                                                                                                      prominent species,
                                                                                                                   including
                                                                                                                   PRONATURA work
Obtain feedback and        Approval from the lead                 X             TLD         CEDO       Process to be led
  5.2    approval for the basic     fishing committee in San                                                    by CEDO, assisted
         approach for certification Felipe, El Golfo de Santa                                                   by TLD
         process from Mexican       Clara, and Puerto Peñasco
         fishers in each community
         Identify a professional    Recruit and involve this               X           AOP, SFW   CEDO, Pesca   This could be the
  5.3    seafood certification      individual in creating a                                                    certifier of
                                                                                                     ABC
         partner to help with the certification process,                                                        sustainable
         creation of this process   working in USA & Mexico                                                     seafood
         Have domestic USA          Approval of certification              X           AOP, SFW
  5.4    importers and distributors process by each importer
         approve certification      and distributor in SO 3
         process
         Get approval of the        Approval of certification              X           AOP, SFW
  5.5    certification process from process by third-party
         relevant Mexican and US organizations in Mexico
         organizations              and US
         Create a logo for          Well-reviewed and                            X     MBA, AOP
  5.6
         sustainably caught         approved certification logo
         seafood from the Upper
         Gulf
Strategic Objective 6: Collaborating with local Mexican NGOs working for sustainable change to Upper Gulf
fisheries and encourage and build capacity among local fishers to explore and develop alternative fishing
gear
                                                                  Timeframe and Budget   AZA       Field
Number       Action                     Metric                                                                  Notes
                                                                   2019  2020    2021  Members    Partners
         Literature search and     Summary document of              X                  TLD, SBZ   CEDO, UCSD
  6.1    review of past efforts in past and possible
         Upper Gulf on alternative future alternative
         fishing gear              fishing gear in Upper
                                   Gulf
         Assess the mood of        Summary document of                     X           TLD, SBZ   CEDO, Pesca
  6.2    fishers in receptivity to data collected in San                                             ABC
         current and possible new Felipe, El Golfo de Santa
         fishing gear using focus Clara, and Puerto Peñasco
         groups
         Share results of focus    Number of public                        X           TLD SBZ    CEDO, Pesca   CEDO and Pesca
  6.3    groups with fishers,      presentations in San                                                         ABC as leaders
                                                                                                     ABC
         international NGOs        Felipe, El Golfo de Santa
         involved, Mexican         Clara, and Puerto
         Fisheries                 Peñasco; Number of
                                   copies distributed, number
                                   of organizations reached
Explore the option of        Summary document of                        X          SFW          TBD       TBD
  6.4    reinstating a legal sport    permit information,
         fishery for totoaba in the   totoaba landings, and
         GOC, specifically the        combined economic value.
         Upper Gulf
Strategic Objective 7: Conduct an economic opportunities analysis for the Upper Gulf to identify novel
economic opportunities and alternative livelihoods (other than fishing) in these communities
                                                                 Timeframe and Budget     AZA            Field
Number       Action                       Metric                                                                         Notes
                                                                  2019   2020   2021    Members         Partners
         Explore work by UCSD         Document analysis            X                      TLD, AOP,      UCSD      Catalina Lopez
  7.1    researcher (Catalina         summary, Meeting with                                 SDZG                   document at
         Lopez) to determine if it    Lopez                                                                        http://datamares.uc
         addresses all Vaquita                                                                                     sd.edu/stories/the-
         SAFE priorities                                                                                           value-of-fisheries-in-
                                                                                                                   the-upper-gulf-of-
                                                                                                                   california/
         Support efforts to identify Summary document of                  X              TLD, SDZG       CEDO      Led by CEDO
  7.2    additional economic         economic analysis of
         opportunities study in San Upper Gulf; Number of
         Felipe, El Golfo de Santa interviews and focus
         Clara, and Puerto Peñasco groups
         using individual interviews
         of representative
         community members in
         each community
         Determine likely            Economic analysis of                 X      X      AOP, SBZ, TLD
  7.3    receptivity of Upper Gulf demand for products in
         of California sourced       the US; Number of
         products in SW US as well interviews and
         as AZA Members;             organizations interviewed
         Interview likely economic
         partners in SW & AZA
         Synthesize results of       Summary document                            X        TLD, AOP,      CEDO
  7.4    previous works with                                                                SDZG
         recommendations for
         action
         Use the land-river-sea      At least 2 novel eco-         X      X      X          SFW          TBD       TBD
  7.5
         connection, explore the     tourism operations will
         option of eco-tourism to incorporate the Upper Gulf
         emphasize the               into their travel
         significance of this        itineraries.
         biological hot spot.
Strategic Objective 8: For the benefit of the Upper Gulf of California and Colorado River Delta Biosphere
Reserve, support and encourage sustainable ecosystem management of the Upper Gulf of California
                                                                  Timeframe and Budget   AZA           Field
Number       Action                       Metric                                                                      Notes
                                                                   2019   2020   2021  Members        Partners
         Host community meetings Number of community                X      X     X     AOP, TLD,         CEDO         Start with Lessons
  8.1    to learn how to best move meetings in each of the                               SDZG                         Learned document
         forward                   three main population                                                              in 2019 and then
                                   centers of Mexico                                                                  Economic Analysis
                                                                                                                      work while in
                                                                                                                      process in 2020 &
                                                                                                                      2021
         Bring in microfinance        Number of microfinance        X      X     X   MBA, AOP, TLD       CEDO         Can approach
  8.2    opportunities into           organizations that are                                                          microfinance
         communities of Upper         brought into Upper Gulf;                                                        organizations
         Gulf to help seed small      Number of loans created                                                         before economic
         businesses on land an in                                                                                     analysis
         the sea

Communications / Public Awareness Objectives
Strategic Objective 9: Create a demand in the United States for sustainable seafood sourced from the
Upper Gulf and stigmatize unsustainably caught seafood
                                                                  Timeframe and Budget   AZA           Field
Number       Action                       Metric                                                                      Notes
                                                                   2019   2020   2021  Members        Partners
  9.1    Continue efforts to create   Messages posted on social     X      X     X   SBZ, TLD, AOP,                   Build on posts that
         a demand for sustainable     media; Hits, shares,                               SDZG                         we have done
         seafood sourced from the     impressions per post and                                                        already. Build on
         Upper Gulf using social      cumulatively                                                                    Seafood Watch.
         media, emphasizing AZA
         members
  9.2    Tie in sustainable seafoodNumber of AZA and non-           X      X     X     All involved    All involved   This will be
         as a major focus of       AZA member institutions                            AZA Members       non-AZA       expected to build
         International Save the    involved; Approximate                                                Members       year on year. Build
         Vaquita Day               number of people reached                                                           on Seafood Watch.
                                   on ISTVD at all sites
         Work with AZA member Number of AZA member                  X     X      X   MBA, AOP, TLD                    Focus on AZA
  9.3    institutions to commit to institutions who have                              SBZ as leads;                   members in the S
         buying sustainably        committed to purchase                             Members in the                   and SW US as
         sourced seafood from the this seafood when it is                            S & SW US as                     priorities. Build on
         Upper Gulf                available                                            priorities                    Seafood Watch.
Convince seafood          Number of seafood                 X      X     X     All involved                 Pledges will be for
  9.4    restaurants in the cities restaurants per AZA                                 AZA Members                   the future, ideally
         and towns of the          member institution                                 in communities                 they are binding;
         participating AZA member communities that have                               the S & SW US;                 Focus on S and
         institutions to pledge to pledged; Total number of                              Aquarium                    SW US due to
         buy sustainable seafood pledges                                                   Affairs                   small productivity
         from the Upper Gulf                                                          Committee and                  in Upper Gulf
                                                                                         Aquarium                    relative to demand
                                                                                                                     in the US; Build on
                                                                                       Conservation
                                                                                                                     Seafood Watch.
                                                                                        Partnership
Strategic Objective 10: Develop outreach and awareness campaigns among residents of the Upper Gulf to
showcase the unique animals and plants present locally and establish patrimonial pride in their local
ecosystem
                                                                   Timeframe and Budget   AZA           Field
Number       Action                        Metric                                                                    Notes
                                                                    2019   2020   2021  Members        Partners
  10.1   Develop and provide           Curriculum developed;         X      X     X       SDZG            CEDO,      Build on and
         curriculum for grades K-      Number of communities,                                           Schools in   continue Ridge to
         12 in local areas around      schools, and children                                            Upper Gulf   Reef program from
         program partners the          involved in education                                                         SDZG in San
         Upper Gulf to build           campaign; Knowledge and                                                       Felipe
         support and appreciation      attitude gains among
         for all local species         children
  10.2   100% Mexicano                 Messages posted on social     X      X     X     AOP, SBZ          CEDO       Campaign
         campaigns in Upper Gulf       media; Hits, shares,                                                          primarily will be in
         and SW US, focused on         impressions per post and                                                      Spanish; in
         building pride in local       cumulatively; Number of                                                       English in the US
         species                       communities, schools, and
                                       children involved in the
                                       campaign
         Community celebrations        Number of events,             X      X     X       SDZG            CEDO       Led by CEDO and
  10.3   of Mexican endangered         communities, and                                                              communities
         species in Upper Gulf         participants in
                                       celebrations; Attitude
                                       change in those involved
                                       in the event
         Collect letters of            Number of letters             X      X     X     AOP, TLD,       Pesca ABC    Collected in the
  10.4   appreciation for the          delivered annually                                others                      US, hand-
         fishers that are interested                                                                                 delivered to
         in complying with                                                                                           Mexico
         sustainable fisheries
Strategic Objective 11: Implement petition, letter writing, and postcard campaigns to encourage the
Government of Mexico to support vaquita conservation
                                                                  Timeframe and Budget   AZA           Field
Number       Action                       Metric                                                                      Notes
                                                                   2019   2020   2021  Members        Partners
 11.1    Million Postcard campaign Number of postcards              X      X           Led by AOP,    All US-based    AOP & TLD have
         to be delivered to Mexican delivered to embassies;                           TLD, SBZ; All        Field      designed card,
         Embassies in CA, AZ, NM, Qualitative response from                             members         Partners,     TLD will print off
         TX                         embassies on receipt                                              including VV,   and ship as
                                                                                                           MMC        desired
 11.2    Create online petition(s) Number of signatures to          X      X     X    Mexican AZA     CEDO, MBCM      Led by Mexican
         in Spanish to address to each petition and the total                          members;                       AZA members, but
         Government of Mexico,     number                                              assisted by                    consult with CEDO
         encourage them to                                                           SBZ, AOP, TLD,                   and MBCM to
         support vaquita                                                                  SFW                         determine most
         conservation and specific                                                                                    salient approaches
         aspects of sustainable
         fisheries in particular
Strategic Objective 12: Implement petition, letter writing, and postcard campaigns to encourage the
Governments of the United States, Canada, and Europe to broadly support sustainable seafood, a key
effort needed to support vaquita conservation efforts
                                                                  Timeframe and Budget   AZA           Field
Number       Action                       Metric                                                                      Notes
                                                                   2019   2020   2021  Members        Partners
  12.1   Social media campaign to Messages posted on social         X      X     X   SBZ, AOP, TLD,                   Targeted at West
         encourage these three      media; Hits, shares,                              all other AZA                   Coast cities with
         governments (and maybe impressions per post and                              members on                      large Asian
         EU too) to support species cumulatively                                       West Coast                     populations; Use
         conservation in the Upper                                                                                    hashtag
         Gulf, with Vaquita as a                                                                                      #4aPorpoise for
         focus                                                                                                        tracking
  12.2   Social media campaign to Messages posted on social         X      X     X   SBZ, AOP, TLD,                   Targeted at West
         support sustainable        media; Hits, shares,                              all other AZA                   Coast cities with
         fisheries market from the impressions per post and                           members on                      large Asian
         Upper Gulf (supporting SO cumulatively                                        West Coast                     populations; Use
         3-8)                                                                                                         hashtag
                                                                                                                      #4aPorpoise for
                                                                                                                      tracking
  12.3   Social media campaign to     Messages posted on social     X      X     X   SBZ, AOP, TLD,                   Targeted at West
         message against wildlife     media; Hits, shares,                            all other AZA                   Coast cities with
         trafficking of totoaba and   impressions per post and                        members on                      large Asian
         other SAFE species           cumulatively                                    West Coast;                     populations; Need
         (supporting SO 12)                                                                WTA                        new hashtag
Strategic Objective 13: Develop relevant outreach and awareness campaigns to decrease the demand for
totoaba swim bladder (fish maw or buche) in the US and in China
                                                                  Timeframe and Budget   AZA            Field
Number       Action                     Metric                                                                      Notes
                                                                   2019   2020   2021  Members         Partners
  13.1   Social media campaign to Messages posted on social         X      X     X   SBZ, AOP, TLD,               Targeted at West
         decrease acceptability to media; Hits, shares,                              OPHK, all other              Coast cities with
         consume swim bladder of impressions per post and                             AZA members                 large Asian
         all types; Could tie in with cumulatively                                   on West Coast                populations; Use
         black rhino, shark and                                                                                   hashtag
         rays, and other SAFE                                                                                     #4aPorpoise for
         species                                                                                                  tracking
  13.2   School campaigns to talk Number of communities,            X      X     X   AOP, SBZ, TLD,               Targeted at West
         about conservation of        schools, and children                            OPHK, other                Coast cities with
         global cetaceans,            involved in the campaign;                       AZA members                 large Asian
         including vaquita, to enlist Messages posted on social                      on West Coast                populations; Use
         the children as behavior media; Hits, shares,                                                            hashtag
         change agents (connect impressions per post and                                                          #4aPorpoise for
         to action number 10.1)       cumulatively                                                                tracking;
  13.3   Explore combined             AT least 2 existing NGOs      X      X     X     OPHK, SFW        WildAid,  Targeted at end of
         campaign opportunities       will collaborate with AZA                                        WAZA, WWF, supply chain: the
         with other mission-aligned SAFE to strongly reinforce                                         Greenpeace point of purchase
         NGOs in strategic            the message of decreased                                                    in strategic
         locations in Asia.           demand for fish maw or                                                      geographical and
                                      buche.                                                                      cultural locations
                                                                                                                  throughout Asia;
                                                                                                                  build on terrestrial
                                                                                                                  snare aware
                                                                                                                  programs
Funding Objectives
Strategic Objective 14: Capitalize on media events globally to raise funds from the public and donors for
the creation of sustainable seafood production and export and sustainable communities in the Upper Gulf
                                                                  Timeframe and Budget   AZA                  Field
Number       Action                       Metric                                                                       Notes
                                                                  2019   2020    2021  Members              Partners
  14.1   Develop a fundraising        Strategic document            X      X      X      TLD, TSA, AOP       CEDO
         strategy to acquire 100%     created in the year 2019
         of the funding needed to     and utilized as a roadmap
         implement the 3‐year         for acquiring funds in
         Action Plan for the          years two and three
         Vaquita SAFE Program
  14.2   Identify global, national,   Amount of dollars raised;     X      X      X      TLD, TSA, AOP,      CEDO      To create and
         and regional events for      Number of projects                                  Others on the                support local
         specific event-based         funded; Number of                                      ground                    project partner
         fundraising                  fundraising events staged                                                        efforts

Strategic Objective 15: Secure grant funding for specific projects that are done in the Upper Gulf, mostly to
support our local conservation partners
                                                                  Timeframe and Budget     AZA             Field
Number       Action                       Metric                                                                       Notes
                                                                   2019   2020   2021    Members          Partners
  15.1   Develop a fundraising        Strategic document            X      X      X      TLD, TSA, AOP       CEDO      To create and
         strategy for operations      created in 2021 and                                                              support their
         and programming of           utilized as a roadmap for                                                        efforts towards
         CEDO with them so that       securing funds for future                                                        sustainable
         they can be viable for 10    in-country operations and                                                        fisheries
         years in Upper Gulf          programming
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